Larisa Summers, senior vice president of e-commerce and digital marketing at Optoro, explains.

Over the past 20 years, more and more people are prioritizing sustainability. People tote reusable water bottles, cities have banned plastic shopping bags, and actress Emma Watson wore gowns made of recyclable materials for an entire red-carpet season. Despite these trends, the future of sustainability as a priority for the U.S. government is murky. The U.S. recently pulled out of the Paris Climate Agreement and scaled back environmental protections outlined by the EPA.

In response, activists are coming together in support of environmental policy reform and a clean energy economy. But, it’s not the only way people are beginning to demand change. According to research from “re-commerce” shopping site BLINQ, consumers are making purchasing decisions backed by their perception of brand values. More than ever, people are holding brands accountable — and voting with their wallets.

In the past, many companies avoided putting a stake in the ground about social and political topics for fear of alienating consumers. But, those days are pretty much over. Today, those who commit to their values — and walk the walk — will come out on top.

Data shows consumers reward sustainable brands

According to our research, 57 percent of shoppers have made a purchase in the past year because of a retailer’s commitment to sustainability. More than half of Americans are inspired to choose green retailers, and 75 percent say they do so now more than they did five years ago.

Interestingly, consumers don’t have lofty beliefs that a single purchase really impacts the environment. Rather, they put stock in the potential impact a brand’s commitment to sustainability can have at scale. Sixty-two percent explain that they shop at sustainable brands to reward and support companies who are aligned with their own values. For example, a consumer might shop at Patagonia, not because she thinks buying that pullover fleece will help save the planet, but because she wants to support a brand that shares her green values, and propagates them with their business.

Consumers step up to hold brands accountable

Customers don’t just reward retailers that share their values — they’ve also become increasingly strict about where their money goes. In the absence of a government watchdog, 52 percent of consumers have taken it upon themselves to boycott a brand that doesn’t share their values — political, environmental or otherwise. In one high-profile example this past year, values-driven shoppers banded together for the #grabyourwallet movement, boycotting all retailers that supported brands associated with the Trump family.

And it’s not just political causes inspiring activism.

Brands are facing public response about their less sustainable business practices, as well. Notably, consumer activism inspired Gap Inc. to change its business practices after many people thought they missed the mark on clean water standards. As a result, they promised consumers more transparency in the supply chain, agreeing to publish their list of partners. The company has also publicized goals for more sustainable waste management, benchmarking its progress to 80 percent diversion of landfill waste, 50 percent reduction in greenhouse gas emissions and zero discharge of hazardous chemicals in water by 2020. As consumers make their voices heard by voting with their wallets, brands like Gap Inc. will continue to be motivated to adopt more environmentally responsible operations.

Millennials hold the shopping power

This trend is poised to only grow as Millennials gain purchasing power. At the moment, Generation Y holds more than $200 billion in purchasing power and an expected $10 trillion in their lifetimes. A recent Forbes study reported that 75 percent of Millennials find it fairly or very important that a company gives back to society instead of just making a profit. And what’s more — Millennials are fiercely loyal consumers. Sixty percent said they are often or always loyal to retailers and brands where they shop. Brands that align their values early on with Millennials will reap the rewards later.

Take a look at the Millennial favorite Everlane.

The brand has always touted values over product, selling wardrobe basics backed by a visibly ethical business model. They claim “radical transparency,” and share all of the details of their labor and manufacturing process. Sustainability and honesty are the selling points of this brand, rather than the mainstays of a corporate social responsibility department. And with 30 percent of its customers aged 18 to 35, Everlane should expect to benefit from the growing disposable incomes of Millennials looking for a brand with a soul.

What’s a brand to do?

For brands in this murky political climate, and information age, transparency about values is key. There are no secrets; information spreads fast. Proactively incorporating sustainability standards and initiatives into your business model — and sharing them readily — will allow consumers to decide whether you are a brand they want to support. And there’s market pull for this kind of transparency. BLINQ reports that most consumers, 56 percent, agree that it’s difficult to find sustainable shopping options, despite their desire to support more ethical players.

What’s more, once consumers find retailers that share their values, they become vocal brand advocates. BLINQ found that 65 percent of consumers will encourage friends and family to shop at brands that share their values. As the country faces a lowered stance on environmental regulation, brands have a clear opportunity to earn the trust and loyalty of consumers by not only enacting greener practices, but sharing those practices to build connections with like-minded shoppers.

Social Studies

You might not know who Beanie Feldstein is now, but the breakout star is poised to be a name synonymous with comedy. ⁣⁣
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Beanie stars in @OliviaWilde's directorial debut "Booksmart," opening today. The film has been dubbed the female "Superbad" — which is somewhat ironic since Beanie is actor Jonah Hill's younger sister. ⁣⁣
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“She is sort of like Paris Geller meets Lisa Simpson with a little bit of Sandra Bullock in ‘Miss Congeniality.’ I liked the idea of showing that a girl can be silly and loose with her friends and also be really intense and kind of biting at school,” Beanie said of her character, Molly.⁣ ⁣
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The actress also said that Wilde’s take on the story is “fresh and honest” and she was “whip-smart” in her directorial debut.⁣
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Tap the link in bio for more. ⁣⁣
Report: @leighen⁣
📸: @jgreenery
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#wwdeye
#booksmart
#beaniefeldstein

It looks like Kris isn't the only momager in the Kardashian-Jenner family. ⁣
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Kim Kardashian is setting up son Psalm West for success in the fashion, beauty and home sectors — at the ripe old age of two weeks. ⁣
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On May 18, Kardashian filed a trademark for her son for “Psalm West” under her company, Kimsaprincess, according to the U.S. Patent and Trademark Office. ⁣
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Now all of the West children have trademarks filed under their names. ⁣
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Tap the link in bio for more. ⁣
Report: @laylailchi
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#wwdfashion⁣
#kimkardashian⁣
#psalmwest

Natalie Portman, Uma Thurman, Kate Moss, and Roger Federer at the Moët & Chandon in France. ⁣
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The intimate dinner celebrated the 150th anniversary of its Brut Imperial blend, at its just-reopened Château de Saran overlooking the vineyards of the Champagne region in the east of France.⁣
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There were fireworks, towering pyramids of Champagne glasses — plus vines and VIPs as far as the eye could see. ⁣
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Tap the link in bio for more. ⁣
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Report: @fleurfleurette
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#wwdeye
#moetchandon

Shailene Woodley has no desire to keep up with the superficial standards of Hollywood.⁣
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“If you look at Hollywood — and I’m no saint in this regard — but every single time somebody gets a little bit more famous, they get a little bit thinner, and they get a little bit blonder, and they get a little bit more defined in their face,” Woodley says. ⁣
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“There’s sort of this sense of machinery that can happen to people in the limelight, and I was very fortunate also at a young age to work with so many incredible, strong women who were already a little rebellious in their own ways against the machinery that can be this industry.” ⁣
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Tap the link in bio for more.⁣
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Report: @leighen ⁣⁣
Styling: @thealexbadia⁣
📸: @ninebagatelles⁣
Production: @jgreenery⁣
Beauty: @keithcarpenterhair & @tyronmachhausen ⁣
Market: @andrew_shang & @elmercer⁣

The Prada Group is going fur-free. ⁣
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The company will no longer use animal fur in its designs or new products, starting from the spring/summer 2020 women’s collections. ⁣
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Creative director Miuccia Prada explained that the company “is committed to innovation and social responsibility,” and that its fur-free policy “is an extension of that engagement.”⁣
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Tap the link in bio for more.⁣
Report: @luisazargani
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#wwdfashion⁣
#prada⁣
#furfree

Soccer superstar Lionel Messi is launching an apparel collection. ⁣
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The Argentine athlete, who captains both FC Barcelona and the Argentina national team, has partnered with MGO, a brand portfolio company whose chief creative officer is Tommy Hilfiger’s sister, Ginny Hilfiger, to create Messi.⁣
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The premium lifestyle brand with “a sporty edge” will be primarily men’s wear but will include a few women’s tops as well, according to Hilfiger.⁣
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Hilfiger said despite his fame and wealth, Messi “is a really humble, generous and kind person and a great role model. He has been involved since we started talking to the Messi family two-and-a-half years ago when we presented the idea to them. ⁣
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Tap the link in bio for more. ⁣
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Report:⁣ @jeanpalmieri
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#wwdfashion⁣
#LionelMessi ⁣
#FCBarcelona⁣
#mgo⁣
#GinnyHilfiger

Once upon a time in Cannes, @ellefanning had another major red carpet-moment in @Dior.
Tap the link in bio to read what growing up in Hollywood was like for the youngest-ever jury member at Cannes.
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#wwdfashion
#ellefanning
#dior
#onceuponatimeinhollywood

Shailene Woodley is an all-in or not-at-all kind of woman — leading her to get the reputation as the hippie of Hollywood. ⁣
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She views her experience of “breaking out,” if you will, as a kind of shepherding by older, wiser female costars along the way, women she says helped her steel herself against the superficial demands of the industry. ⁣
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One of those women, @reesewitherspoon, spoke to us about Woodley's inspiring performance on "Big Little Lies." “Her portrayal of a woman who is both a survivor of sexual assault and a single mother raising her child alone in a new community is one of the most truthful performances I’ve ever seen. There is a scene in episode two of this season where Jane explains her assault to Ziggy that moves me to tears every time I see it," Witherspoon said. ⁣
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Woodley's acting choices have earned her a reputation for being a talented and utterly professional one to watch, but it’s her candid, unabashed activism in real-life that people are taking notice of. ⁣
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“I think it’s very easy for all of us to be comfortable in our bubbles and to be comfortable in the lives of privilege that a lot of us live, to be comfortable in our own space, in our own opinions, in our own forms of what we think is right or wrong, black and white, justice and non-justice — but ultimately until every single person on this planet feels like they are treated like a proper human being, I’m not going to stop because more than anything, I’m just somebody who deeply feels,” Woodley said.
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Tap the link in bio for more. ⁣
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Report: @leighen ⁣
Styling: @thealexbadia
📸: @ninebagatelles